Beam Inc.: The Dilution of the Maker's Mark Brand (A) and (B)

Beam Inc.: The Dilution of the Maker's Mark Brand (A) and (B)

Klinger, R.; Laughner, T.; MacDonald, K. and O’Rourke, J.S. (Editor) Notre Dame
February 02, 2018
SKU: BUS-00304

Region of the world: North America
Topic: Strategy & General Management
Page length: 10
Keywords: Brand Management, Conflict Management, Crisis Management, Customer Communication, Food and Beverage, Social Media
Price: $4.00 | €0.00
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Maker’s Mark may be part of a premium spirits portfolio but maintaining its authentic history is still important to the brand. When faced with the challenge of growing demand and an insufficient supply of whiskey, the Maker’s Mark management team needs to decide if diluting their whiskey is the best way to meet demand. (A) Case: 7 pp.; (B) Case: 2 pp. (Case #13-10)

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